Academic Background

Research Interests

My core research interest is in consumer psychology and within this broad domain my work focuses on advocacy behavior, attitudes and persuasion, and consumer welfare. I seek to answer both theoretical and practical questions in my research with an ultimate goal of expanding our understanding of the factors that shape consumer behavior and the implications of those insights for strategic marketing-relevant decisions. In addition to traditional experimental paradigms and analyses, I use a number of less traditional methods to test my hypotheses, such as the consideration of non-linear effects, in-depth content coding and analysis, and participant yoking to better assess the nuanced and often unexpected drivers of consumer psychology and behavior.